Marketing and Business Analytics

Responsible for the development and execution of the company wide marketing strategy,doubling traffic to site and tripling web inquiries (leads). Redesigning company website, retooling SEO strategy, and instituting email campaigns were some of the tactics used to execute this marketing strategy.

Analyzed and assessed the go-to-market strategy for a product launch • Assessed customer needs through interviews with sales staff and other secondary research • Performed gap analysis of internal processes to support strategy • Recommendations resulted in expansion of social media platform into online video channels and implementation of solutions to enhance data management and analytical capabilitiesConducted a gap analysis of the current lead generation and tracking processes for the division, resulting in the enactment of new processes to improve data tracking through the sales pipeline Enterprise wide analysis of information sharing within and across divisions of WK; recommendations presented to global CEO and executive board for review

Managed the direct marketing program • Oversaw the planning and execution of all mass communication campaigns consisting of both direct mail and email. Direct marketing efforts generated a budget surplus • Improved ROI from customer/donor loyalty program by 50 percent• Successfully updated social media messaging across all channels (e.g. Twitter, Facebook, blogs, etc.), resulting in increased user engagement as measured by likes, retweets, etc. • Managed external agency relationships to ensure efficient collaborations for campaigns• Worked within budget to plan mailings and forecast revenue for the fiscal yearImplemented and led a cross-functional team to ensure accurate programmatic information in mailings; resulted in the elimination of factual and statistical errors in mass communicationsLaunched and directed volunteer program that grew to 3 volunteers and 2 interns in first 6 monthsSupervised 1 part time direct report, 2 interns and 3 volunteers

• Managed direct response marketing program • Utilized database to create and analyze reports in order to interpret giving trends among target groups• Effectively identified potential major donor prospects increasing Major Gift income 10 percent

• Planned and directed annual Bike Rally fundraising event that generated $20 K in revenue. • Supervised team of 30+ individuals in order to plan and run annual event • Created and launched new monthly giving campaign that increased monthly giving by 200 percent• Implemented new online event campaign that raised over $1500 within the first month• Developed written materials such as annual appeal letters, donation solicitation letters and others